The Rule of Persuasion in the Marketing Process

Psychology and Behavioral Science International Journal ISSN 2474-7688

Research Article Psychol Behav Sci Int J Volume 9 Issue 5 - September 2018 Copyright © All rights are reserved by Francesco Greco DOI: 10.19080/PBSIJ.2018.09.555775 The Rule of Persuasion in the Marketing Process

Francesco Greco* University of Niccolò Cusano, Italy Submission: June 01, 2018; Published: September 27, 2018 *Corresponding author: Francesco Greco, University of Niccolò Cusano, Italy, Email:

Abstract

some objective norm or to some universal law. Sometimes the wishes and choices of purchase of persons are predictable, sometimes are not. If The main goal of the article is to bring forward the idea of abandon definitively the concept that all purchases are rational, with reference to The people, either as individual consumers, that as corporate decision makers, express, in their behavior, the entire human nature, in which replaces,the field of often, consumption a slope of wasirrationality. dominated Transferring by the laws these of rationality, concepts wein marketing, would not itneed can tobe have argued recourse that if toit is the possible cognitive to understandanalysis or thewhat paradox. causes voltage to a subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the search for a product or a service.

Keywords: Advertising communication; Change cognitive behavioral; Theory of reasoned action; Principle of coherence; Cognitive dissonance theory of cognitive response; Competitive strategies on brand; Paradox of Allais and the theory of the Prospect by Tversky and Kahneman

Introduction marketing must then take note of these phenomena and offer The study of consumers is a challenge that always affects the individuals/consumers, what can help them to express their own marketing. Identify and satisfy his desires, understand how he identity. perceives and considers the messages of the company is of vital importance for businesses [1]. To understand the consumer, it Morace says that “the identity of each one and its relative is necessary to analyses the reality that surrounds them and expression, you play and then through a delicate balance between understand how they relate to it. In recent years we have witnessed membership of a collective heritage (the community culture of profound changes that have affected society and its natural origin, the family group) and expression of an individual character balance. The economic crisis and the dynamics of the web have which however tends to distinguish personal.1 “. Consumers today distorted the values of society and consequently the marketing 2 and at the respond in a consistent and effective manner to new scenarios. are looking for in products the affirmation of identity is trying to redefine the boundaries of their own discipline to same time, the brand, through their positioning seek to define The successful policies of the past must be rebuilding in today’s [3]. reality and operating manuals of marketing must therefore adapt their own identity, as a set of specific values to offer to consumers In a communicative context articulated and complex, to the new market dynamics [2].

Every day we are surrounded by symbols, images and to persuade. The large amount of information that comes to characterized by a media crowding becomes increasingly difficult messages of which only a very small minority able to go beyond our senses requires an inevitable selection. One of the main our perceptual barriers and arouse our interest. This surplus of requirements of the communicators and experts of marketing culture, joined to the fragmentation of the experience and of the is, in fact, be able to attract the attention and to arouse interest very sense of self, understood as the membership of an individual of a public that is increasingly aware. The attention of the public to more social spheres and meaning (relegated not to a single is not an unlimited resource. It is simply not enough to put on style of life or to a single identity) reveals one of the most relevant the stage a product or a message because this is perceived [4]. concepts that distinguish the company today: the problem of Our way of processing the information, in fact, responds to the identity building due to fragmentation of the individual. The principle of maximum energy savings3. Generally, the information

1(Morace, 2004). 2(Bauman, 2007) 3(According to the principle of the economic viability of the attention cited from Davenport and Beck,2001)

Psychol Behav Sci Int J 9(5): PBSIJ.MS.ID.555775 (2018) 001 Psychology and Behavioral Science International Journal more easily perceived are those adapted- if those who agree equilibrium [8]. The pulse becomes motive of purchase in the with our stereotypes, those that coincide with a scheme already moment when the perception that the purchase can become the consolidated in our memory. This selective mechanism is only as instrument of resolving the problem. strong as lower is the degree of involvement in the selection or in Sometimes the wishes and choices of purchase of persons are the evaluationTo make it ofeven a specific more complex message. the work of communicators is dominated by the laws of rationality, we would not need to have predictable, sometimes are not. If the field of consumption was the awareness that the message received is not always properly recourse to the cognitive analysis or the paradox [9]. The people, understood and interpreted. Various studies have shown that either as individual consumers, that as corporate decision makers, not always the intentions of the communicator are educated, and express, in their behavior, the entire human nature, in which including, from your reference target. This applies especially if replaces, often, a slope of irrationality. your target group has characteristics such as for example children Types of change and advertising communication [5]. A research carried out several years ago shows that only 50% of preschool children can understand at least half of the Before entering the merits of the technical aspects need to television material shown, despite such material was considered appropriate for children. 4 communication. The simplest of the objectives of advertising dwell briefly on the various functions that has the advertising communication is to make available the information and try to The same problem is also seen in the programming process. determine a cognitive change [10]. The cognitive change does The ratio between the product object of the message and what not necessarily entail a change of behavioral consists in the mere should be remembered is not linear and direct. The risk of who transmission of information. is responsible for creating competitive traps is not only to make it incomprehensible the sense of communication but also to In this case the main purpose of the process is persuasive facilitate the storage of some aspects less imported of the message is to create awareness and knowledge, providing only adequate itself. How many times did you have stored a nice publicity or information. A different objective is the change of action, namely abutment fun or an aspect which is particularly effective in one spot without remind you of the most important aspect of the to induce a certain number of people to perform a specific action message: the product? with respect to the previous one. So that there is a change of within a specified period. This is a change more difficult to achieve action is not enough understanding of the message and the receipt The present chapter has as objective to analyze the reactions of information: we need to provide adequate information and when you want to get something from someone, sometimes effective grounds on which individuals will be forced to perform a it is necessary to adopt paradoxical behavior; this incipit not operation of marketing, especially in the context of the relations specificEven action more [11]. complex is the declared objective of behavioral surprising because the paradox recurs frequently in defining the between the supplier and the customer [6]. behaviour of a group of people that have or less an attitude- chin change that consists in inducing a modification permanent of the Transferring these concepts in the arena of marketing, it can be favorable toward it. It is a process very complex that invokes the argued that if it is possible to understand what causes voltage to a report (non-linear) between attitude and behavior [12]. One of subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the process effectively persuasive is precisely since the change of the main difficulties in the implementation of the communication search for a product or a service. Therefore, research and study of an attitude toward a practice does not necessarily correspond to a change of behaviour. The information on some products or latent needs or poorly satisfied allows to open great opportunities situations are not enough to determine a behaviour. can understand what causes voltage to an enterprise buyer, you to marketing [7]. Also, in the field of business to business, if you will be able to identify the motivational levers of the acquiring Just think of all those times in which was not free respect company, and accordingly adjust the offer. their own attitudes for fear of social evaluation. In this case we have attitudes that do not match the behaviour and conversely. In the more advanced models of marketing, the process of the The theory of reasoned action of Fishbein and Ajzen5 indicates, purchase must necessarily be compared with that of motivation. in fact, that the behaviour of a person depends, apart from the And that is what are the factors that drive the individual to attitude (i.e. from the evaluation of the attributes of a particular purchase? The theory of motivation sees as a motivating unit product and the degree of probability that these attributes base, the voltage again. The pulses voltage generators engage characterize that product or that particular situation) but also by on member of imbalance perceived and create a thrust to the other variables such as social pressure, individual expectations resolution of the problem through the achievement of states of of the results of an action, the value attributed to these results

4(Freidlander et al. 1974). 5(Ajzen and Fishbein 1980, Fishbein and Ajzen 1975)

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 002 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

[13]. According to this model to speak of persuasion and of and services in the current phase, especially in the market’s changing attitudes is necessary to assess the social value that has tributaries, the objective value of products requires a greater for individuals the intention to act a behaviour. In everyday life most of our intentions are so close to not be comparable to a slow in the role of advertising [18]. The persuasive communication, effort of proactive in processes of influencing consumers and then process and aware, nor based on a careful analysis of the costs and useful and convenience of today must rely on motivational levers in a first time characterized by the value of the rationality of the theory of reasoned action [14]. symbolic, social and aesthetic, varying not only the variables benefits as described by explanatory models such as that of the which characterizes the persuasive processes and their effect on This theory, in fact, offers us an idea of man almost exclusively the decision-making processes but also the modes of study and rational, characterized by decision-making conscious and rational, research. as the traditional vision of man promoted by the theorists of Human information processing. In this case the persuasion Change aware or occult persuasion: The persuasive ad- depends solely by a rigorous process of rational assessment of the vertising attributes of their value and the pressure of the social norm. To this In previous years to the development of the means of mass criticism the act a behaviour: the perception of the audit. Finally, a communication attention to the theme of persuasion and decision-making processes was born by research and by political Move a change of values [15]. last is more difficult purpose of persuasive communication is pro- surveys during election campaigns us [19]. The possibility of This is to modify the values and opinions deeply rooted that some individuals have with respect to certain subjects and beyond the awareness of rationality, correctness, truthfulness and influencing the decision to act a purchase behaviour or to vote situations (e.g. campaigns for the limitation of births and those values of the arguments is the basis of the concerns relating to the against racial prejudices) [16]. In relation to these objectives the relationship between technical persuasive and decisions. communication not only takes on a character of the essentialism for the sharing of information and news but contributes to the establishment and the maintenance of the company. A concern still alive today as testified by the “fears” toward a communication does not immediately identifiable and Beyond the informative function of advertising com- radio and television have stimulated the research on persuasive controllable. As you can see from the field studies the advent of munication mechanisms and on the effect that these processes could have on the weakest Groups or “suggestion” as for example children [20]. In the absence of precise institutional references in the guide We are in the historical period in which research on techniques of the behaviours and lifestyles communications media has persuasive visible has stimulated debate on the theme of the determine the construction of his own image.6 Today the common assumed an important role also in the influence and contribute to That of Subliminal Perception, i.e. a perception that occurs under sense is always more guided by media indications more than from mechanisms of influencing the occult and on subliminal processes. the threshold (sub limed) of sensitivity, is a that begins in 1884 the value of the intergenerational teaching or friendship [17]. with a study that demonstrates that it is possible to perceive small The individual as an active subject that treats and information differences of pressure on the skin without having the awareness in an autonomous way and still in a context of meanings existing of sensation.89 personal and acts based on raw material and information offered by the media. It is by now consolidated the conviction that the Studies that have originated at the end of the nineteenth interest to acquire information, as well as the exposure, the century and the beginning of the next century and relating to perception and storage of a message occur according to processes the value of the absolute threshold of perception (absolute value selective for which, “…the components of the audience tend to noticeable) and the differential threshold are at the basis of the expose themselves to information congenial to their attitudes and debate on the communication on subliminal processes. In the to avoid messages that are instead different”.7 on persuasion attention, in fact, was directed to the cognitive first period of affirmation of the research on consumption and processes controlled, which provide for the making of a choice In fact, the theme of persuasion has assumed for the first time, through a series of steps to very precise: research careful of with the advent of advertising communication. This process is in relation to the dynamics of consumption, a significant valence information, evaluation of alternatives, the evaluation of the exasperated with the exponential growth of the competitiveness weights and the values recognized to the individual attributes of and the crowding of the market offers. While in a market of the

and the assessment of the degree of satisfaction of needs [21]. the products or services and finally the analysis after purchase first and of the second industrialization there was space to not overlap the specific usefulness and functions of products 6

7 Mitra,(Tan, Fujioka, 1999, pp. Bautista, 67,68), Maldonado, in the construction Tan, Wright, and definition 2000; Kang, of theirPerry, values Kang (1999) (Klapper, 1963, pp. 245). 8(Concept already problematic for the arbitrariness of the point in which to place The threshold: see Lupker, 1986) 9(Peirce, Jastrow, 1884).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 003 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

The implicit assumption that respected in this way to study consumer/spectator of messages is meaningless to speak of the relationship between persuasion and decision was that “behaviour” of the consumer as if there existed a standard the purchasing behaviour could be captured, explained by a consumer that behaves in a manner known and predictable, comprehensive model or from a “Great theory”. according to the laws studied by a psychology substantially individualistic? From the value of persuasive the utility to the symbolic attraction On the other hand, according to the already cited Simon (1957), One of these theories on decision-making processes saw if of rationality it is necessary to speak, this is nevertheless always the behaviour as exclusively guided by principles explaining in the outside world and from the limits purely internal, such the usefulness and the logical explanations of the processes “limited” by the difficulties and the costs of research information [22]. According to this principle the individual is seen as a limits and attention [26]. The psychological knowledge of human subject capable of taking decisions based on careful and rational as the difficulty of cognitive processing of information, memory phenomenon is increasingly the provisional outcome of the study from it (individual or social) with the minimum expenditure of and the research done with people who live the complexity of information search, trying to obtain the maximum benefit energy. This stability was connected to a principle of consistency their quota’s contexts: a global knowledge and contextualized, which linked the individual to be consistent with the values and more appropriate to describe and to understand, explain and principles that had internalized and that had to be able to translate interpret how and why people and groups think and feel and act into behaviour congruent, even in the absence of a social context in the consumer society in which we live. that can support these value models [23]. The main theories of reference on persuasion The cultural context of the company post-modern deeply The main theories of reference on persuasion Transmit modify this way of understanding the human being and its decision- thoughts and induce behaviour is only a small facet of a making processes. The postmodernism indeed surrenders to the phenomenon much richer and more complex, on which rests the idea of a subject and a stable conscience, auto governed, anchored construction of our vision of the world and - one might almost through the reason for a universal objective rationality, able to say-the creation of the world in which we live. This is a facet of the way of understanding the relationship between communication, advertising and behaviour that still seems too tied to old theories, contain the influences manipulators and persuasive processes. the subject, his with absence to anchorages to rationality”. more inspired by a positivist vision of man in the modern age [27]. The postmodernism chooses to “accept the radical specificity of This contribution appears increasingly unsatisfactory for The hypodermic theory: In the study of persuasive processes and different communication scholars have tried to enclose that the study psychological processes persuasive on decision in a sort of modelling, agents or the key factors involved in the various reasons. In the first place, is questionable the allegation of consumers essentially concerns the mechanism by which the attention throughout the United States to the processes of analysis persuasive communication. Already in the first postwar years the of the consumer [24]. The literature presents prescriptive models operator of marketing aims to influence the attitudes and behaviour development of models on the effects of mass communication of propaganda and mechanisms of influencing had influenced the accordance with the requirements of functionality and own such as that described by the hypodermic theory, also called of decision aimed to define the best way to take a decision in sequencing of a rational process, but it is mostly models based on “bullet theory” or “theory of magic bullet”, that moving inside a allegations of rationality and human being rather unrealistic. vision mechanistic elementary and started from the assumption that being uniform the repertoire of behavioral responses of man, Herbert Simon (1957, 1979), which in 1978 won the Nobel messages could be incorporated in the same way by all the people Prize for his work on decision-making, replaced the classic model that were the audience and that the replies to messages were immediate and direct [28]. the procedures to identify the best possible decision, but bearing with that of Limited rationality or procedural: also tends to define In this case the persuasive communication has the capacity in mind the subjectivity, the limits and the processes of influencing rationality, according to which the decision-making processes are perceived as an aggregate of isolated individuals, weak and that characterize the final decision [25]. The theory of Limited to strike and influence the decisions of a group of persons processes of research and not processes of deductive reasoning, helpless in the face of the force and the precision of the persuasive has made a point of reference for subsequent studies concerned communication. According to this theory the hypodermic “each to develop descriptive models of the decision-making process, but individual is an isolated atom which reacts by only orders and remains however the constant reference to the sequence of the suggestions of the means of mass communication. According to phases in which the decision-making process is divided (research this theory the hypodermic” each individual is an isolated atom of information processing alternatives, evaluation and choice), which reacts by only orders and suggestions of the means of mass more prescriptive that descriptive, unrealistic compared to the communication cornered”10 in this case if the messages can reach actual dynamics in act. In the current view and post- modern individuals of earth, persuasion would be easily «inoculated»; i.e.

10(Wright Mills, 1963, 203).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 004 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal if the «target» was reached, it would have been the success that it from their content [32]. The public also tends to assign to what was intended. 11 given by the mass media events, issues, people”.16 The media, in it includes, an importance that reflects from near the emphasis the perspective of agenda setting, indicate what information and derived from the results of the warmongering in act during the This general confidence on the power of the mass media news to which we must pay more attention and what is their Great War [29]. It was thought then that the media could shape relative importance in a given time.17 In this case the media do not say as subjects must think but what to think. The general idea of a view. 12 The bullett theory has had a lot of success, especially in public opinion and influence the masses in favor of any point of correspondence between agenda of the means of communication the electoral campaigns or, precisely, advertising and, despite the its application to the communicative phenomena as specific as by McCombs and Shaw [33]. research on the effects they have then widely shown the limitations, and that of the audience was first investigated experimentally remains surprising its survival, sometimes still current, as diagram The methods used to make the news more meaningful and appropriate analytical, especially in advertising.13 affect the representation that the listener is a particular issue or phenomenon are many: the frequent repetition of the news; the The Theory of limited effect and the theory of the agenda temporal continuity of presentation; the space given to the news setting: According to the theory of limited effects of media and the order with respect to the other news; the importance of the interest to acquire information, as well as the exposure, the perception and storage of a message occur according to processes aspects such as for example the capable [34]. Try of emotionally selective for which, “…the components of the audience tend to header and the specific communicators who give news; rhetorical involve the audience, the presentation of news with moves or expose themselves to information congenial to their attitudes other media knowing that the move offers dignity and value to the and to avoid messages that are instead different” [30]. In this news, the use of comments that generalize the contents of a single case the campaigns of persuasion, have success especially with fact or episode. 18 individuals who are already agree with the views presented or which are already sensitized to the proposed themes. These are precisely the individuals most interested in a topic those exposing determines the way to see and interpret a phenomenon, is closely This phenomenon is persuasive, definable such as flu and themselves to the message, while others, in our case of individuals connected to the heuristic mechanism of availability, according most at risk would be resistant to such exposure. The way to study which must estimate the numerosity of a category or the the processes of persuasive must therefore take in consideration probability of occurrence of a phenomenon or even the judgement that the functions of the mind can no longer be conceived as operations of a Cartesian machine computational or, detached readily available in memory. In the case of agenda setting some of persons will be influenced by information more available or from the purposes for which exist, namely to serve the practices information are more available because presented with greater required for the interaction of interpersonal relations. frequency or pregnancy, making this information the most immediate and available [35]. The recognition of the relationship This means that we must learn to see the human mind and between the agenda setting and the heuristics of availability all psychic processes that underlie our behaviour as a meeting allows to overcome that vision linear deterministic and that the nature can be shown only on a canvas wider than that provided point for a wide range of influences structuring agents, whose by the study of the individual bodies by proposing a way to firstThe expression presence of ofthe a theoryheuristic he broughtmechanism with implies him. a mediation analyses concepts such as perception, attention, decision, of the cognitive processes in the relationship between message, understanding of the content of the message and persuasive and [31] determinants from the cultural and social context, from effect [36]. One of the greatest limitations of a known theory on motivation in relation to the processes of signification influenced interpersonal net in which one is immersed and the meanings the effect of mass communication on the construction of social mediated by communication channels.1415 representations, the theory of agenda setting, is precisely that it does not consider the semantic components own message and According to this theory, “people tend to include or exclude existing structures of knowledge of the individual listener. from their knowledge of what the media include or exclude

11(Wolf, 1985, DeFleur, Ball-Rokeach, 1989) 12(De Fleur, Ball-Rokeach, 1989) 13(Wolf, 1985) 14(Meccaci, 1999) 15(Harrè, 1994) 16(Shaw, 1979, p.96) 17(McCombs and Shaw, 1993). 18(McCombs and Gilbert, 1986).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 005 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

The Theory of cultivation: Unlike the theory of agenda setting that refers to the cultivation not only provides that the This is a field of analysis processes persuasive that is media tell us what are the things on which to decide and to think historical, cultural and economic: the proceeding of the crisis of developing in a significant manner also for obvious reasons the about, but also and especially in that way we must think about the welfare state, the development of a commitment always more them. According to the theory of cultivation of the mass media articulated in the area of discomfort by the increasingly numerous have a role in the socialization able to shape the perceptions and attitudes, values, decisions and behavior [37]. commitment staff in voluntary activities, not more closely tied to structures of non-profit but mainly the growth of a greater social that civic and social of collective societies, but rather is related to The means of mass communication are considered as rulers’ environment symbolic of modern life, inside of this explanatory model of persuasive processes the term19 the need more specifically an individual undertaking considered intended to meet a social need and community.21 mainstreaming refers to the process through which the television first of all staff (feel good helping others) and only subsequently viewing leads to a homogenizing in conceptions of the world. This vision is born from a comparison of social representations study and analysis of the processes of persuasion [41]. However, The social communication has become an interesting field of and visions between people who make extensive use of television despite several studies have offered interesting indications to and of those who on the contrary watch rarely television. One of make more effective the traps in this context, these are often the main criticisms that is moved by this theory relates to the nature correlation results on which it relies [38]. Not having disregarded. Suffice it to think of the communication policies precise information on the directionality of the report from the discover that many messages obtained results contrary to their in the field of safety at work or on the road safety to rediscover vision’s perceptions, there demonstrates that the group sees intentions. In addition to the simple repetition of the message that is linked to the importance of the heuristics of availability, this. The report could be perfect- Inverse mind. Also, referring to a persuasive message should not rely to tension and fear, but more television has been influenced necessarily the contents of the theory of roles, to be persuasive we must produce a message rather to emphasize positive results associated with change of a that matches as closely as possible with the other you envision us behaviour. with what you expect from us, with what is contained at the level The reference to fear in this context of communication is linked of expectations in the social situation in which you exercise the to the theme that often this characterizes type of communication communication. 20 and is sometimes used without thinking about the effects that The study of the individual elements persuasive might have in generating perceptual defenses rather than draw Of great interest was not only the discovery of the effectiveness attention. Also, a message of this type is even more persuasive of the source but also relief that the credibility of the source itself, at if it can push the audience to communicate, share and discuss equal content of massage, had no immediate effects on the process the issue with other people. The principle according to which the discussion of a message and its defense during a dialectical if the effect was of short duration. Kelman and Hovland (1953) confrontation with other facilitates the adoption of the choices of understanding, while influenced the change of attitude, even called this latent effect, thinking that the subjects after a and behaviors listed in the message [42]. This is a theme that has 22 certain period they tend to forget the characteristics and the been studied and deepened by Leon Festinger (1957) and from identity of the source of the message. According to the authors the theory of cognitive dissonance. with the elapse of time tends to dissociate source from content The contribution offered by Festinger makes it increasingly [39]. shared the idea according to which the effectiveness of the Of great interest was not only the discovery of the effectiveness message on the decision-making processes and behavior cannot of the source but also relief that the credibility of the source itself, be assessed in absolute, considering its arguments, the source at equal content of massage, had no immediate effects on the credible, organization of content, but must be considered in relation to its ability to reduce a situation of discomfort, like the even if the effect was of short duration. Kelman and Hovland dissonance. process of understanding, while influenced the change of attitude, (1953) called this latent effect, thinking that the subjects after The cognitive dissonance, which stems from the contrast a certain period they tend to forget the characteristics and the between an attitude and behavior or between two attitudes, identity of the source of the message. According to the authors produces a condition of discomfort that pushes the individual to with the elapse of time tends to dissociate source from content take all possible solutions to create a state of coherence, balance [40]. and consequently of “wealth”. According to this theory, if a person

19(Gerbner et al. 1980, p. 14) 20[Bellen- ger]. 21(Siri, 2001; Fabris, 2003) 22(Parrot, Monahan et al. 1998)

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 006 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal is Acting some behaviors or to declare certain opinions contrary to to follow, new the bases on which to design and implement a their own attitudes or beliefs, try a state of tension unpleasant due strategic planning, new consumers and new the needs. to the dissonance between their behavior or opinion expressed The types and quantities of products manufactured are and its attitude [43]. studied in relation to consumption. The Marketing becomes a As demonstrated by studies of Festinger this form of way of thinking, a style of corporate life that tries to keep under dissonance will be perceived if the behaviours or inconsistent control the whole system. Does not concern the study and the views were dictated by free choice or if people were induced formulation of axioms, the establishment of models without to believe that their choices have been done autonomously. If check what happens in reality but a genuine new mentality which there is an external force which forces acting autonomously is is predisposed to understand the needs and the expectations of consumers and is concerned about how to meet them. inconsistent, especially in a social and historical context which more difficult to justify to themselves and to others a behaviour It is a constant work that which engages the companies that makes the consistency and non-contradiction a lifestyle accepted develop such policies as the passage from the point of view of and legitimate. the producer to the consumer involves much more detailed The economic literature rational in comparison with analysis of the psychology of the customer and his way of the development of Marketing perceiving and evaluate companies, of the motives which impel The assumptions at the basis of economic thought traditional to choose an undertaking with respect to another or a product are the rationality in the decisions of the individual and personal as these behaviors, ways to hear and perceive themselves and interest [44]. The same who theorized hoped to develop an rather than others, without counting the difficulty of intercept analysis on the pleasure that could explain the main characteristics the environment change and evolve over time, depending on the of human desires starting from the concept of instrumental circumstances and from place to place [46]. rationality but not have deepened with further studies of this idea. The protagonists of the marketing process are two: the In instrumental rationality, agents use all the available information company at the moment in which it proposes to make an to make the best choice among the possible alternatives and well- offer to a customer which he knows or assumes to know the purchasing behaviour and the consumer because it manifests the the consequences of the decision taken. needs and expectations, whose origins can be the lack organic, defined, considering the objectives and calculating to perfection The protagonists of the above model have their own the psychological state determined socially and culturally or systems of preferences on alternatives themselves and can form expectations, even probabilistic, about the effects of their act. In clarification of the desires that generate voltage until they are conditions of certainty, the individual economic maximizes its satisfied.Both protagonists seek to build up and consolidate a subjective utility while in situations of uncertainty optimizes than expected. The contribution offered by the economic literature relationship of fidelity that for the company translates into high seems somewhat incomplete and unrealistic and this has been satisfaction of their own needs and expectations. The Marketing profitability in a time horizon expanded and for the consumer, in is a business function of vital importance precisely because it not settles for the rational explanations of human behavioral, has combines production, technology and society: for this reason, pointed out in the first place by the cognitive psychology that begun to investigate the ability of the mind in the act of coding the commitment in the social dimension is fundamental for and processing a decision-making process [45]. Thanks to several the connection between the well-being of the individual and collective well-being. It is necessary at this point to clarify the the choices and involving not only the rational aspect but also the studies in this field, you are examined other factors which govern unconscious: the perception, memory, emotions, beliefs, attitudes basic concepts of need and desire, from which flows the act of are all behavioral evidence that represent systematic deviations which develops the entire strategic planning process supported to the economical choice rational. consumption become complex and difficult to interpret and from that creates a voltage that pushes the individual to put in place The same Tversky and Kahneman stated: “does not seem to by the function of Marketing [47]. The first is a sense of inner lack be possible to construct a theory of choice that both together of health. It is linked to the aspects inherent and is one of the normatively accepted and descriptively adequate”. Many are the a specific behaviour to placard: from unwell then reaches a state faults to the above formulation that have23 already been identified elements in triggering the purchase process. in the previous chapter: the paradox of Allais, the endowment The second, namely the desire, is a necessity of a higher effect, the preference reversal, the law of small numbers, the effect order, a need acquired, learned and interpreted, which no longer of mental accounts, the heuristics but mainly the Prospect Theory. depends on physiological aspects and primary for the existence Nowadays these violations are deeply analyzed and considered in of the individual, but from culture, lifestyles, passions and the literature of marketing because new ones are the guidelines interests, from the values and beliefs. According Henault (1973)

23(Motterlini and Guala, 2005, p. 14)

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 007 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

“The objective of the Marketing is to transform a need in desire to rather than to normality. Actor of economic model’s standard is purchase the product”. in fact a subject ideal-typical, the representative agent, which is believed to be summed up in himself the relevant characteristics of all individuals operating in the market. In simple terms, refer by eliminating the concepts on the value inherent in the product All the factors listed first go to influence the choices of purchase to abstraction of the representative agent - also known as homo- and on the utility that it has the capacity to learn. There are no economics-means to calibrate the theory does not how people are, longer any theories according to which the quality of the products but rather on how the only individual ideal is taken as a reference. offered by businesses is equal and therefore the buying decisions This conceptual operation pursues the objective of simplifying fall on discriminatory pricing, there is not only the rationality the analysis and assumes that abstract from the subjectivity and as needle of the balance at the moment in which you generalize imperfections of the individual not remove meaning to search preferences, there are full and transparent information for market results. The great revolution that the new relationship between operators: all the basic assumptions of the formulations axioms of economics and psychology are helping to generate stems from the currents of economic thought Classic and Neoclassic forgiveness of importance, indeed, are rendered even more unacceptable in the face of the experience of marketing [48]. flawsMany of this economists hypothesis today [50]. do not seek more to understand The latter broadens the vision highly restrictive of the concerned to understand why human beings in their complexity, what would choose or as would a fictitious subject, but rather are new subject, the consumer/customer/host, which acts according traditional postulates and replaces the figure of homo economics a observable-ways. To proceed in this direction, on the one hand, to motivation also not rational and emotional. For this reason, finiteness and reciprocal difference, behave in certain-and the behavior of consumption is now seen as a continuum that with the psychology and neurosciences; on the other hand, intersects two realities lived in a manner antithetical: rationality the economy is open to interaction with other fields of study, and irrationality/ emotions. To better express this concept, it which is based on the direct observation of behavior in controlled economists have developed a rigorous analysis work on the field, experiments. 25 hierarchical organization of the needs of individuals. The modern is good to introduce the classification of Maslow that detects a subject search emotions and pleasures through the senses, the The experimental activity typical of psychology but now personal welfare (hedonism), attempts to speak at the individual widespread also in economic research, does not change the basic level and to exploit its capacity (development of itself), to adapt problem: develop a theory able to interpret the vast amount of rapidly to the environment highly changeable (plasticity),24 data obtained in laboratory situations that see interact human Seeks involvement of soul and body and the risk (vitality), beings (and not abstract subjects). The Nobel Prize for economics gives importance to contacts and relations, to globalization awarded in 2002 at the psychologist Daniel Kahneman research (connectivity), ensures respect for justice, integrity, authenticity toward a key aspect, represented by the operation of the mind. In his inaugural, Kahneman poses to the foundation of the roots, origins, to reconstruct its history (membership). discourse on the behavior of the agents the understanding of the of meanings (ethics) and feels the need of identity, to find their mechanisms of their reasoning, welding in an unequivocal way The consumption in this context assumes a new status: is a the link between mind and economy. This link, on the other hand, moment of encounter between the consumer and the producer is already present in the work of some important economists of and between consumers which enhance the experiences and the past. 26 universes of meanings accrued within the complex social systems, it means learning syntax and different grammars in The work of Simon in the second half of the twentieth century which everyone tries to express himself, to speak for itself with a have done creak this representation of hypertrophic rationality language well distinct but not very easy to understand [49]. idiots’ rational agents with computational and logical abilities, New scenarios between Economic, Marketing and psy- and superhuman, highlighting the limits. Amartya Sen has defined but poor in any other psychic mechanism. The development of chology relations between the economy, psychology and neuroscience in Understand normal people”: this is, according to Colin recent years have allowed us to take a further step, highlighting Camerer (2003), one of the greatest challenges of economic that the rationality is only one of the modes that the mind must research contemporary. If the exhortation may sound obvious to operate, able to explain, alone, a very small portion of behaviors. the ear of the profane, this is not for economists who traditionally Rather, if the economy needs to represent in their theoretical have moved within a theoretical framework close to idealizations, spectrum the thought processes of individuals, cannot be

24Neuroplasticity

25(Novarese Rizzello, 2004; Handbook of contemporary behavioral economics, 2006)

26Among whom Alfred Marshall, Friedrich August von Hayek, Thorstein B. Veblen, Carl Menger, Kenneth Boulding, George Lennox Sharman Shackle and Herbert Simon, although only in the last Twenty years has been rediscovered and appreciated by the research program of the cognitive economy Or behavioral economics (Cognitive Economics, 2004).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 008 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal limited to a representation simplistic and reductionist of mental of the institutions. The literature of recent years includes various functioning [51]. attempts to widen the perspective on the theme.

It needs instead of putting at the foundation of their models a While traditionally economists have restricted the concept of cognitive architecture rich, which considers explicitly motivations, of beliefs, desires and goals that the subject has with respect to to the idea that it is necessary to consider also aims of nature no motivation to the incentives of a financial character, has given way himself and to others. The acquisition of this awareness changing material such as for example the need of social consideration, the the research program of the economists in various directions, intrinsic interest for certain tasks, the pleasure of reciprocity in ranging from the need of a comparison with other disciplines to trade, the desire to have no regrets and others. 29The other aspect objectives to be pursued to a change in the instruments used. the processes of innovation and creativity. The research work on the redefinition of its object of study, to a transformation of the certainly significant concerns the imagination and its links with the imagination in socio-economic contexts involves issues related The cognitive sciences suggest that to understand the behavior to the source of innovation, at the origin of the entrepreneurial of individuals is necessary to include their mental representations spirit, the ability to develop new solutions to solve problems, to in the plant of the theory. For economists attentive to this the possibility to disengage from the logical and decision-making. message, the link between mental representations and behavior does not constitute an absolute novelty. In a such environment, Above all, it invests the possibility for individuals to imagine human beings are guided by its own mental representations in the situations in a different way from how they are in that a double sense: since the objectives and actions undertaken to moment, thus bypassing the fact of reality and by accessing pursue them are affected by the content and the format of the the possibility of modifying it: Imagination is essential to representations; and because their behavior is directed to the change. In the literature contemporary economic argument is results that they are represented in the mind. A line of contiguous still underdeveloped, although the materials from which to begin research concerns the tendency of human beings to take shortcuts a more thorough analysis are numerous. In these contributions, (routine) during their thought processes (mainly in the form of representations that are not limited to retract the reality, but can imagination is defined as the ability of the human mind to produce had already introduced in the Fifties, the analysis of which now amplifying, deforming it or transform it through the contribution mental representations simplified). This is a theme that Simon uses skills and tools of investigation new. more or less30 aware of the subject thinking. The ingredients of the imaginative processes are the current perceptions of the The progress of research in this context follow mainly two individual and those who have settled in its memory, in the form directions. On the one hand, recourse to shortcuts no longer of simple perceptions or as more elaborate of thoughts, events seen only as a symptom of the limitations intrinsic to the and associations between ideas. resources human cognitive. On the contrary, it is interpreted as an expression of the adaptive capacity of mind which allows A particularly important characteristic of images lies in their individuals to manage the complexity of the physical and social environment in which they live by simplifying certain aspects. 27 capable of change. It is possible to change the image whether open structure which makes them defined but at the same time The cognitive psychologists have highlighted how the tendency of changes the meaning attributed to the perceptions and/or to mental processes to become automatic is much more general and the memories, both if you modify the emotional states/affective pervasive. In a brilliant article refers to28 an ‘untenable automatism of the individual with respect to what it perceives or retrieves of the Be” precisely to describe how much of the mental life is in fact from memory. In this perspective, your emotionality acquires guided by customs and involuntary mechanisms which fall outside roles until a few years ago totally neglected by the literature. In an attempt declared to assimilate the economy to an exact debate on the unconscious knowledge - and therefore silence - that science, economic theory orthodox has moved in a theoretical our control. This strand of analysis has a lot of affinity with the has aroused the interest of economists from the contributions of horizon abstract, in which predominate mechanisms of decision/ Karl Polanyi in the last century and which today involves scholars behavior purely logical and formalize in mathematical terms. from areas different theoretical, with applications ranging from Economists have traditionally excluded the emotions from their the processes decision-making, the nature of innovation, the transfer of technologies, the organizational processes, the theory field of investigation.

27This line of research developed mainly by Gerd Gigerenzer and collaborators 28(Todd Gigerenzer, 2003), availed of contamination between economics and psychology evolutionist John A. Bargh and Tanya L. Chartrand (The unbearable automaticity of being, “The American psychologist”, 1999, 54, 7, pp. 462-79) 29(Fehr, Falk 2002). 30 bequeathed to dense contributions of suggestions. Attempts to update the thought of Boulding Castoriadis and, in the light of the developments that haveThe been authors obtained of the in first the floor context which of psychological, Adam Smith, Marshall,have up to Edith now Penrose,focused onBoulding, the theory Shackle, of decision Simon, and James coordination March And processes Cornelius Patalano Castoriadis ( 2005), we have the analysis of the institutions and the relationship with the change Patalano ( 2007).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 009 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

31 produced models in which the on the mechanisms through which the emotions become a variable emotional› are added to the model of traditional choice, source of information and help the subject in the processes of The first line of research has without modifying the structure of the bottom. According to attribution of value. Applications to the economy are potentially this line of study individuals have a only a cognitive instrument, very large and in part have already begun to develop. 33 rationality and emotions influences the choices through the Experiential Marketing, Emotional Marketing and the benefits and/or the costs involved (in more precise terms, the perception of reality and metaphors emotions become an additional variable of the utility function).On the one hand, therefore, emotional states fall within the control of Products as well as the brand, are purchased for the values the logic of the decider, on the other hand, the concept of emotion that derive from the synergy of size functional, ergonomic and remained undefined, spacing, depending on the circumstances aesthetic qualities and for the symbolic meanings that they and authors, their feelings, the sense of identity to the instincts transmit. Shopping today is no longer an activity as an end but is visceral. This line of research is the undoubted merit to have a component that falls in the overall assessment of the experience reopened the debate on a topic long neglected by the literature about a particular brand or product. The places of consumption, through authoritative contributions. rich in stimuli and information, assume a valence ritual and shopping is then lived as an experience which can activate However, it has been the object of criticism by psychologists our involvement by the sensorial perception and emotional of products and services. but also of some economists, dissatisfied with the approach that proceeds without a more general view of the mind and From these evidences, it will thus be understood that the costs/benefits to emotional variables, as well as an analysis of its operating mechanisms. 32 Hanoch (2002) emphasized as experience assumes a role of primary importance in marketing the emotional dynamics are equipped with its own internal strategies. The experiential marketing describes the experience as logic which directs the behavior of the agents together with the the moment higher connection between the stimuli coming from the outside world and the inferiority of the subject represented In decision-making processes emotions play two main roles, both by the subjective component of the memory and of memories, processes of rational reflection, not already in antithesis to them. involved in the management of the information that the subject and it is precisely in this situation that marketing must intervene receives from itself and from the environment in which they live: to obtain an emotional involvement (engagement) with the they contribute to setting the priorities of the individual and consumer. The experience of the consumer becomes an important orient his attention. variable for the formulation of the purchasing decisions of the latter, as aspects of multi-sensorial places of consumption play a key role in the decision-making process of the consumer. the hierarchy of objectives to be pursued, helping to establish With respect to the first point of emotional states affect the gradations of importance: identifying what counts the The brand must involve and entertain the consumer most and that therefore becomes indispensable in the mental through the creation of special situations or events that make representations of the subject, depends to a large extent by the experience of the world of brand unforgettable and unique. considerations involving the emotions and affections. The From the analysis of the behavior of consumption it is possible to obtain then valuable information, the perception of tactile is particularly evident in conditions of danger when, for example, stimuli, auditory olfactory, gustatory, and especially visual, plays influence of emotions on the order of priority between the objects the objective of survival takes precedence over all other, but an essential role in understanding and in the study of the behavior involves more general in everyday life. of consumers.

Secondly, the emotions they induce the subject to focus on Being the consumption a mode of expression of oneself certain aspects of reality, to the exclusion of others. In this sense within a social sphere and both on the individual level, through they select the information and the main elements on which to an emotional experience: the emotion that springs from an the affirmation of their own identity, it can be identified as example, in a context of decision-making in which there are several experience, if relevant, can be transformed into a somatic focus, helping to define a way to see specific, and subjective. For alternatives to choose from, the sentiments concur to identify marker able to settle in the memory of the individual the positive what parameters taken into consideration to evaluate alternatives association established between the emotional experience and the brand. register ‘dei thoughts and desires’. In the context of psychological, available and which give greater weight, thus defining the Just over two thousand years the emotional marketing is research has produced a vast amount of experimental work considered a discipline of reference, concomitantly with the birth

31Developed from the work of George A. Akerlof and Rachel E. Kranton (2000), Mathew Rabin (2002), Jean Tirole (2002) 32Castelfranchi ( 2003). 33(For an excellent critical review, v. Pham 2007)

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 0010 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal of the neuro-marketing, i.e. of the use of new technologies for measuring brain activity which allow to have a representation, individuals do not perceive the reality in the same forms of Developments in neuro-scientific demonstrate that thanks to the physiological changes such areas activated in the which it is composed, because the brain does not reproduce. The brain by a given stimulus (for example The emotional marketing shapes of reality as they are, but through processing of visual representations, codifying interactively brain models of time- space of external reality. Our brain and our memories system can be defined as the set of numerous facets of marketing or web) joined to the new technologies of measurement provided work for semantic associations: a stimulus any is able in fact unconventional flourished in recent years (guerrilla, tribal, green by the neuro-marketing34. to emerge from the memory of long period a memory stored which we consider to be inherent with the stimulus in question. The emotions play an extremely important role in the choice We can therefore say that individuals are able to construct an of what we store in our memory. The objective of the emotional interpretation of reality subjective, usually linked to our past marketing is precisely to emphasize the role of emotions in the experiences. This phenomenon occurs in our mind in a temporal creation of events or situations linked to a brand, in such a way as arc extremely reduced and being bonded by means of an appeal to the memories from the memory of long period to personal consumer. The focus of this strategy is to exploit the association to be able to fix the remembrance of the latter in the memory of the content and subjective, is a possible generator of emotions. What that is created between the emotional impact of the event and the brand or product. If the memory of lived experience is positive, we perception of the stimulus that belongs to the external reality, have therefore a positive attitude even in respect of that brand or contributes to activate this process is first and foremost the followed by creativity that, through such an association gives a product [52]. narrative sense and meaning to the stimulus itself. Working on the emotions and the boundaries of marketing The experience gained from the individual acquires, will expand to include disciplines that do not fall within the therefore, a meaning that goes beyond the stimulus perceived, economic area such as the Neuroscience and cognitive psychology, the correspondence of subjective meanings which is generated sociology, philosophy. Dealing of man and its interactions with by the memories enriches and gives depth to the experience35. the environment outside these disciplines, in collaboration with By analyzing the mechanisms that are activated through the the marketing, allow you to have a thorough knowledge of the perception of the stimuli, it is possible to highlight two interesting behavior of the individual as a consumer, in a new perspective aspects that must be considered in the design of the contents of more realistic and practical.

The marketing by placing the consumer at the center of functioning of the brain through semantic procedures and not the messages addressed to the consumer: The first concerns the through linear processes adjusted according to rational logic. the individual-consumer is not an economic agent that takes its own strategies cannot rescind from these fields of study, as The brain is in fact able to work on multiple systems decisions in a rational way based solely on cost-utility, but is in simultaneously, managing parallel processes and interrelated that reality an individual that interacts with the external environment occur in an automatic manner and produces mental models that (by means of the senses and the body) and which deals with it currency, compare and choose to run outside of our conscious control. The second aspect concerns the role of emotions. The the perceptions and the sensations. To be able to study the developing strategies and decisions are influenced by emotions, emotions, relating to immersive experiences and unforgettable consumers to guess the outcome of the decision-making processes assume a key function in settle the lived experience in our minds, of purchase, you must understand how they interact with the they in fact create an imaginary bridge between the external environment that surrounds them, in other words to understand reality and the subjective experiences and that are stored in our how consumers/individuals perceive reality. mind as memories and images that make up our experiential Marketing communications aimed at potential consumers, heritage. Because of the enormous variety of the offer and the are designed with the aim of making captivating messages and corresponding media confusion, consumers to evaluate and immersive, to attract their attention. Understand what is perceived implement the buying decisions often rely on the experience of by the consumer is thus an aspect of primary importance since past consumption, but what results to be decisive in the choices often the message conveyed is subject to different interpretations of purchase is the content of the transmitted message, its ease of from those for which it was designed. The perception of marketing content is processed by the individual as any other stimulus The messages conveyed by the companies must be able to belonging to the outside environment, therefore the study of understanding and its significance. communicate with the receiver at a deep level: “The contents the mechanisms that allow a subject to interact with an external of a message must be relevant, i.e. must touch the chords of stimulus is essential for a more thorough analysis of the consumer.

34(Gallucci, 2011) 35(Morin, 1993)

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 0011 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal deep sensitivity of people”. The emotional involvement, i.e. the for the construction of sense. engagement, allows you to establish a harmony between the The Metaphor acts as a bridge between the cognitive thought consumer and the content of the message by creating an empathy and subjective experience, in other words allows a conceptual with the brand or with advertising based on values and meanings representation of the subjective experience and abstract in that belong to a symbolic dimension, thereby establishing a concrete terms and family. Thanks to the metaphors we can relationship between the parties that goes well beyond the simple transfer knowledge from a concrete concept and known to one product purchase [53].

From the contribution of neuroscience, it is known that the metaphor is a valuable tool because it allows you to create a abstract and difficult to represent in other ways. In marketing the choices made by individuals take shape in the unconscious conceptual correspondence between the product, the values of the dimension and that the contribution of the rational component brand and the desires of the consumer due to its nature allusive. affects only a minimal part: the choices in fact, maturing below the levels of awareness, guide consumers in the implementation marketing by using them as a means of identifying the thoughts of behaviors closely related to their previous experiences and to Zaltman was the first to transfer the conceptual metaphors in and the unconscious feelings of consumers because they “direct the attention of the consumer”, it will affect the perceptions, Thus, comprise as the brand and the respective communications what the leaders of communication define the values of the brand. are perceived by consumers is essential for the formulation of decisions and its actions. “The metaphor of the connection refers marketing strategies aimed at creating an emotional involvement make him capable of conferring a sense of what it finds, affect its to a sense of belonging or exclusion, that of resource instead with the consumer.

Whereas most of the mental activities occur in a manner periods, while the key control (or lack thereof) to describe when may represent tangible or intangible which sustain us in difficult unconscious and therefore unaware it is not possible to obtain this things we “escape37 important information from the verbal responses of consumers, that covers the stages of change and the periods of our life. The ” and finally the metaphor of transformation but you must use methodologies capable of meeting the hidden marketing must therefore understand what happens in the knowledge of these latter. One of the methods that according to mind of consumers to be able to satisfy the desires that belong the literature can elicit the unconscious knowledge is the one to the unconscious sphere. The interpretation of metaphors in that uses the conceptual metaphors devised by Gerald Zaltman. fact, allows to overcome the distance between the word and the According to the author through metaphors marketing can arrive meaning, bringing to light the thoughts and deep emotions of to acquire information about the thoughts of consumers, not consumers. obtainable from the verbal responses and aware of the latter. To understand how companies can use of metaphors to satisfy the Basic terms and definitions deepest desires of the consumer, it is necessary to understand the Agenda setting logic underlying the cognitive thought and activities unconscious Indicates what information is contained in the message to that guide individuals in the interpretation of the contents. It is which we must pay more attention and what is their relative thanks to the cognitive processes that individuals develop and importance in a given time. The implementation strategy consists formulate verbal language, not the contrary. in frequent repetition of the message, the temporal continuity of The author36 considers the language in a multidimensional the presentation, the space given to the type of information and approach that includes in addition to verbal communication, the order with respect to other information. other communication channels such as gestures, the speech Bullet Theory intonation, the body posture, touch, eye contact, the sense of time; the thought is then constructed based on “image” that the This theory assumes that being uniform the repertoire of mind creates through the perception of visual stimuli, gustatory behavioral responses of man, messages could be incorporated in olfactory, etc. The metaphors being linked to the imagination, the same way by all the people who constitute the audience. In this guide the individual in the interpretation of the outside world of the group. This theory treats each individual atom isolated through images that the mind constructs in relation to stimuli way the persuasive communication can influence the decisions perceived by sensorial channels. The metaphors being linked to that reacts by only orders and suggestions of the means of mass the imagination, guide the individual in the interpretation of the communications. who monopolize. outside world through images that the mind constructs in relation Cognitive change to stimuli perceived by sensorial channels. The use of metaphors This does not necessarily involve a change in behavior. The main aim is to create awareness and knowledge by providing functional architecture in which processes sensory and cognitive in language can be described as the final part of a complex adequate information to facilitate the process of persuasive. functions, always considered separated, interact and collaborate

36(Zaltman, 2003) 37(Lackoff e Johnson, 1980).

How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 0012 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal

Change of action with the same point of view the communicator: contact with a subject to persuade must not be generic. Consists in inducing a certain number of people to perform certain actions. The feasibility of this change is based on Conclusion the effectiveness of motivational information according to which The new relationships between the economy, Marketing and individualsLatent effect will be forced to perform a specific action. of economic theory: the mind becomes a sort of intermediate psychology are causing significant changes. Change the variables it is based on the principle that the subject after a variable that connects the environment to the subject. To certain period they tend to forget the characteristics and the understand the behavior of the individual are trying to shed light identity of the source of the message. According to the authors on its psychic processes; to understand phenomena complex (Kelman and Hovland) This involved not immediate effects on macroeconomic becomes important to study the interaction conscious among a multiplicity of actors thinking. Change the change of attitude, even if the effect was of short duration. ratio between the theory and the reality. the process of understanding of the message, but influenced the Heuristic processing Economic theory has traditional regulatory character, i.e. create models that deal with how the reality should be, suppositories Is a cognitive process that uses cognitive structures valid certain hypotheses. The traditional approach to decisions claims, expectations, beliefs, opinions and prejudices that a subject represents an example rich and consistent benchmark, of ideal considers in the decision-making phase? In this case we refer to representation with respect to which the economist can evaluate automatic processes that are typically those that are activated every time the observable deviations and designing any corrective more frequently when an individual makes a choice. intervention approach. The new relationship between economics Neuromarketing and psychology contribute to overthrow the logic ideal real-that has just been described: scholars explicitly attempt to describe possible to obtain information more objective and precise with Thanks to instruments scientific-neuro and biometric, it is precisely for this reason characterized by a unique nature and respect to traditional methods, to understand the attitudes, beliefs, situations ill-defined and therefore difficult to standardize and transient, while the ideal representation remains entirely out and the views and the perceptions of consumers on the proposed if anything is interpretable as away from reality. contents by companies. The neuro-marketing provides for the use of the techniques of brain imaging to identify areas of brain In this new perspective change the instruments of inquiry: related to psychological phenomena such as: cognitive activities, the analysis of experimental character becomes important not thoughts, emotions, sensations and perceptions considered in to lose the loop with reality and that ‘normality’ that the theory their biological dimension, i.e. pure chemical activations and proposes to explain. Especially, change the weight of subjectivity: neural. is less the hypothesis of a single subject ideal typical and burst in theory the heterogeneity of individual behaviors, experiences The principle of consistency afterwards, the accumulated experience and knowledge acquired, binding the individual to be consistent with the values the ability to learn humanity in short, with its core made of errors, and principles that had internalized and that had to be able to adaptations and compromises. It may seem, and certainly is a translate into behavior congruent, even in the absence of a social profound change in the way of doing theory. context that can support these models of values. As is known, the behavior does not have its contrary (you cannot do not behave) the man on the spot, or for the individual who is in a place any and then, in the face of a problematic situation in some way it acts Not without however consequences for what Hayek defined in one direction rather than the other, the becoming of the events. of his everyday life. There is a widespread tendency in society today to represent the economy as modeled by macro forces The theory of limited effects which we more or fewer slaves, despite their impact on our lives. According to this theory, the interest of the media to acquire information, as well as the exposure, the perception and storage grants, the trend of the productivity, the irruption continues the The precarious situations in the world of work, the fluctuation of of a message occur according to processes selective for which market of new technology are described by the media as ‘facts’ to the members of the audience tend to expose themselves to be included in the dynamics of things. information congenial to their attitudes and to avoid messages In the face of these complex phenomena, the message of that are different. the economy that studies the behavior is very clear: there is no The theory of cognitive response economic fact that does not concern individuals and that does not pass for the weft of relations between subjects. The market analyze the conditions that occur when there is the active is not a dark force that draws the future of humanity without participation of the subject to the process of persuasion. The involve them; the market is a coordination mechanism, exchange tactic of persuasion is effective when directs and channelizes the and sharing of choices and representations of the world that the decisions so that the receiver of the Message reflects on the issue How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 0013 DOI: 10.19080/PBSIJ.2018.09.555775. Psychology and Behavioral Science International Journal individual processes and can change. As long as this possibility 4. The Mill: Bologna Bauman Zygmunt confers value. 2007 Scrap Screw, Publisher Laterza, Italy. Barbetta GP (1996) Non-profit. 5. Bellenger L (1985) The Persuasion, PUF, Paris, France. 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How to cite this article: Francesco G. The Rule of Persuasion in the Marketing Process. Psychol Behav Sci Int J. 2018; 9(5): 555775. 0015 DOI: 10.19080/PBSIJ.2018.09.555775.